You might have seen the marketing and sales team taking the TOFU, MOFU, and BOFU and got confused to understand.
Don’t worry, in this article we got you covered. We will understand the meaning of ToFu, MoFu, and BoFu and then take a few examples to clear everything away.
Let’s get started
ToFU, Mofu, and Bofu are basically 3 terms marketing and salespeople describe to define the quality of audience.
What are leads?
People who visit or interact with a business online or offline.
ToFu: Top of the Funnel is a term we often use in the world of marketing and growth marketing. It refers to a product that does not need a significant amount of influence on a market person to start purchasing.
For example, if you go out to the supermarket and you buy the $1.99 of apples because they’re there and that’s what you get. You are basically the BoFu for the supermarket.
MoFu: Middle of the Funnel describe
BoFu: Botton of the Funnel
So in short, A customer with an actual need and budget to spend on a specific need.
As a company grows and develops products and services that provide additional value, the marketing plan should evolve into a top-of-funnel marketing strategy. Marketers should plan on having two to three lead-generation activities for every campaign, and they should start their campaigns at the top of the funnel. This will help brands to identify the opportunities in their target market.
If you are in an existing market, you should try Search Engine Marketing and if you are targeting a completely new product that is never heard of, doing social media marketing would likely be a better choice to get started.
According to STABLX, “the first 90 days after a customer buys from you is the most important time of the customer lifecycle.” Once they buy, make sure that the customer is getting actually using the product, in the case of a B2B product, getting value out of it.
One of the reasons to shape and understand ToFu is to understand the customer/audience behavior. In most cases, it’s the customer who calls, texts, or emails you after purchasing the product, but it’s your product’s responsibility to get them there.
In some industries, the ToFu audience is tough to crack and align with. This is where a team line of customer success comes in handy. They should be there when customers face issues in the initial days.
In case you are a startup, and cannot have an army of customer support and a successful team, have a very well-maintained knowledge panel. You can also choose to have a knowledge bot that can save time and experience for the customer.
What about allocating the sales team to help the customer use the product and resolve the query?
There is no written rule about having or not having the sales team do support work but ideally “the sales team should be focused on closing the deal” and the “support and success team should be in a position to close their job”.
Now, let’s go little more in details
Type of Content
There are a lot of ways people look at this practice but here is defined way to look at the overall picture and define the content architecture.
| Funnel Stage | Content Type | Purpose |
| TOFU | Blog posts, Infographics, Social media posts | Build awareness, attract a broad audience |
| Videos, Educational guides, Quizzes | Provide valuable, engaging information | |
| MOFU | Case studies, Webinars, Comparison charts | Nurture leads, build trust, and educate |
| Whitepapers, Free trials, How-to guides | Help prospects evaluate solutions | |
| BOFU | Product demos, Personalized offers, Consultations | Convert leads, drive purchasing decisions |
| Testimonials, Pricing pages, Limited-time discounts | Provide final push to close deals |
Examples on TOFU, MOFU and BOFU:
TOFU (Top of Funnel) Examples
At the awareness stage, TOFU content aims to attract a wide audience by addressing general interests or challenges. Here’s how different industries create such content:
| Industry | Example |
| Healthcare |
A blog post on “10 Tips for Staying Healthy During Winter” targeting general awareness.
|
| E-commerce |
A free guide on “How to Choose the Perfect Laptop for Your Needs.”
|
| SaaS |
A checklist titled “5 Must-Have Features in CRM Software.”
|
MOFU (Middle of Funnel) Examples
At the consideration stage, MOFU content is designed to nurture leads by offering valuable insights and solutions tailored to their needs. Examples include:
| Industry | Example |
| Healthcare |
A downloadable eBook, “Understanding Treatment Options for Back Pain.”
|
| E-commerce |
Product comparison charts highlighting key differences between popular gadgets.
|
| SaaS |
A webinar on “How Our CRM Boosts Sales Team Productivity.”
|
BOFU (Bottom of Funnel) Examples
BOFU content targets prospects ready to make a decision. It focuses on showcasing value, offering incentives, and closing the deal. Here’s how:
| Industry | Example |
| Healthcare |
A free consultation offer for a specialized treatment plan.
|
| E-commerce | A limited-time discount on high-demand products. |
| SaaS |
A personalized demo showcasing the software’s direct impact on ROI.
|
TOFU BOFU in MOFU in SEO with real example
We here at mixcommerce are building business a business operating system for small and medium-sized businesses.
The way we will target the audience is content marketing and we target the audience from search engines. The way we will go detailed on the search will be by targeting precise keywords and writing business-specific content that fulfills the visitor’s intent.
Once we do that, we get high-quality leads in our funnel. Here is a lead that you might understand better
Type of keywords searches done by business on Google and it’s classification in SEO
ToFu
- Digital Marketing
- lead Generation
MoFu
- CRM for Business
- How to automate leads
- Digital marketing for a startup
BoFu
- Best CRM for startups
- Sales Reporting Software
- Automatic Lead allocation software for the sales team
- How to automate the sales team?
I hope you go a good glance in understanding ToFu, MoFu, and BoFu. Give a comment if you like the content.
